Benesse Corporation announces launch of Shimajiro theme park attraction

Brandora Editorial Staff - August 2021

Benesse Corporation, the Japanese education services company, and the name behind the enormously successful Kodomo Challenge preschool educational course and its star Shimajiro, has announced the launch of a Shimajiro attraction at a leading Japanese theme park.

The Toei Kyoto Studio Park (Toei Uzumasa Eigamura), a theme park and film set in Kyoto City where visitors can enjoy a realistic recreation of the country’s Edo period, will open a permanent attraction featuring Shimajiro on the 6th of August.

The new Shimajiro attraction will also reflect the Studio Park’s Edo theme. Children over the age of two can take part in Shimajiro and Uzumaki Ninja Daisakusen, an adventure starring Shimajiro set in ancient Kyoto, where a dragon has awoken from a long sleep and gone on a rampage! Children can dress up as ninjas, and, with facsimile ninja swords in hand, they can explore the exciting treasures of the Film Village, find and collect the four powers used by the legendary ninjas and defeat the dragon.

On the way they’ll learn more about the four underlying themes of their adventure – physical strength, communication, courage, and cooperation – and they’ll get a little help from Shimajiro and his friends who will be there for the launch, appearing in ninja costumes to celebrate the opening of the new attraction. All the Shimajiro activities have been carefully planned and will be supervised by Benesse Corporation and Kodomo Challenge.

Benesse and Toei Kyoto Studio Park have also taken all possible measures to prevent the spread of coronavirus.

It’s been a difficult time for families when going out hasn’t always been a relaxed and enjoyable experience. The partners in the Shimajiro attraction aim to ensure that children can learn, have fun and spend precious time together with their parents safely – and that parents can have peace of mind out and about with their children. With this in mind, Toei Uzumasa Eigamura Co Ltd has been working to protect customers and employees from viruses by taking measures such as coating the entire facility with a highly anti-viral and anti-bacterial solution.

And there’s even more Shimajiro fun planned. For a limited time (1 July - 31 October) Kyoto's famous streetcar Ran-den, which connects Shijo-Omiya in the center of Kyoto City to the tourist spots of Arashiyama and Kitano-Hakubai-cho, will run a Shimajirō to Uzumasa Ninja Daisakusen trip.

The outside of the streetcar will be colourfully decorated with exciting designs inspired by Shimajiro. Inside the streetcar special posters and illustrations will promote the politeness and good manners of the ninja. Posters with the invitation “Let's become a ninja with good manners" will be displayed inside the streetcar and Shimajiro and his friends will offer lessons in good manners so that children can be as polite as the ninjas of olden times!

Toei Kyoto Studio Park is the only theme park in Japan devoted to the filming of period dramas (jidaigeki films) inspired by the Edo period, an exciting and culturally rich era that ran from 1603 to 1868. The studio park allows visitors to experience the atmosphere of ancient Japan by walking along Edo period-inspired streets, enjoying a ninja show or even dressing up as a geisha or samurai.

Shimajiro is a trusted brand that embodies both entertainment and educational qualities. In each episode of his long-running show, young Shimajiro learns skills that help him in his everyday life as a preschooler. He’s also a popular ambassador for a range of licensed children’s products in Asia.

Daisuke Tebayashi, Director of Business Development Division, Benesse Corporation, says: “It’s no surprise that this popular family venue has developed a Shimajiro attraction. The themes of discovery, fun and learning that underpin both Kodomo Challenge and Shimajiro are reflected in the ideals of the Toei Kyoto Studio Park. I’m sure this attraction will be a big hit with children and parents alike.”